Medicated cough drops brand Strepsils and Saregama, an RPG Group music company, have joined hands to produce a series of music albums to promote old Hindi film music sung by some of the best voices in the country under the title ‘Strepsils Pure Voices’.
Under the arrangement, a twin-album (twin CD and twin cassette packs) will be released every month for the next 12 months. Each ‘Strepsils Pure Voices’ album will feature old Hindi film songs and will be centered around an artiste, a theme or a mood. In line with this, the series is being launched with two twin-albums – ‘Asha-Kishore Unremixed’ and ‘Rimjhim Unremixed’.
While ‘Asha-Kishore Unremixed’ features some of the most memorable duets sung by Asha Bhonsle and Kishore Kumar, ‘Rimjhim Unremixed’ handpicks a few timeless melodies revolving around the theme of monsoons.
Tired of the inane and insipid remixes? The ‘Strepsils Pure Voices’ albums feature the original singers, wherein each album will contain at least two songs that have been previously unreleased on CD compilations of FM radio, in addition to the popular favourites.
This strategy is being tried in India for the first time and both partners – Boots and Saregama – believe that this will drive the sales of the series. In fact, the two have entered into a six-month tie-up with Radio Mirchi to premiere these unreleased songs exclusively on the FM channel.
The tie-up between Saregama and Strepsils is a sign of things to come in the marketing sector, where there is a good brand fit rather than just one innovation that looks good on paper, resulting in long-term tie-ups – 12 months and 24 CDs in this case – rather than just a one-off launch.
Right from its launch in India 42 years back, Strepsils has been promoted on the platform of voice, based on the consumer insight that a clear throat leads to a clear voice. As Devendra Shinde, Marketing Manager, Boots Piramal, put it, “The best way to drive association with voice is with the best voices in the country, from Kishore Kumar and Asha Bhonsle to Lata Mangeshkar. And with this brief, there is no one better to tie up with than Saregama HMV.” An added advantage is that Strepsils gets on-the ground visibility in 20,000 music outlets across the country.
The favour is reciprocated as Strepsils will promote the series through its network of over 150,000 chemist outlets, thus multiplying the regular on-ground visibility ten-fold in one go. Besides this, it helps greatly to have two pockets available to double the promotion spends on the album.
All promotion has been carefully designed to work well for both partners, to drive Strepsils brand imagery and to drive the sales of the albums. Due to these combined pockets, the albums would be promoted heavily on television, radio and on-ground activities.